NIL
Paddy Power brand boss Leah Spears on why it's doubling down on non
Irish gaming giant Paddy Power has never been shy about taking a gamble and the brand’s latest move – partnering with Channel 4’s long-running reality TV show First Dates – is another bold step further into the mainstream entertainment sphere. Following up on last year’s cheeky sponsorship of the rebooted game show Password, Paddy Power […]


Irish gaming giant Paddy Power has never been shy about taking a gamble and the brand’s latest move – partnering with Channel 4’s long-running reality TV show First Dates – is another bold step further into the mainstream entertainment sphere. Following up on last year’s cheeky sponsorship of the rebooted game show Password, Paddy Power is once again betting on non-sport TV content to reach and entertain new audiences, particularly outside its traditional sports fan base.
But for Paddy Power, this isn’t so much a risky bet as it is a strategic and logical next step in what brand director Leah Spears calls the brand’s “entertainment-first” philosophy. “We’ve always considered ourselves to be an entertainment brand more than a gambling brand,” she tells The Drum. “Even our social channels never talk about betting – it’s all about fun, mischief and cultural relevance.”
And culturally relevant First Dates certainly is. The Bafta-nominated show has been a fixture on Channel 4 since 2013, making it one of the broadcaster’s most beloved primetime formats. The new 14-month sponsorship deal, which kicked off last night (Monday, April 7), will see Paddy Power Games roll out 19 original idents, airing across Channel 4 and E4 throughout the year – including seasonal spikes around Valentine’s Day, Christmas and summer specials.
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Leaning into awkwardness
Created by BBH London, the idents are set in ‘Café du Chance,’ Paddy Power’s fictional dating bistro, with brand ambassador Peter Crouch front and center. From cringeworthy first date bill splitting to misread signals and shocking family confessions, the short spots serve up humor with a heavy side of relatability. “Like gaming, dating is full of moments where you wish you could just have another go,” says Spears. “That shared sense of unpredictability made First Dates feel like a natural fit for us.”
The idents don’t just riff on the awkward charm of the show – they are designed to seamlessly blend with it: “When we’re thinking about idents, it’s all about enhancing the show, not distracting from it. From the outset, we wanted our presence around the show to feel integrated and authentic, like it belonged there, not just a badge at the beginning and end of each episode.”
Crouch, who plays various roles in the spots, including chef, waiter and maître d’, is more than just a recognizable face. His self-deprecating humor mirrors Paddy Power’s mischievous brand tone perfectly. “Crouchy is a dream ambassador for us,” says Spears. “He takes awkward moments and makes them even funnier. We knew he was the one to bring this idea to life.”
A strategic shift from sport to culture
Paddy Power’s pivot into mainstream, non-sports programming began last year with its sponsorship of ITV gameshow Password and Spears says the response from audiences was immediate. “What we learned from Password is that viewers appreciate when sponsorships feel like a natural extension of the program. We wanted to do more of that – showing up in unexpected but culturally resonant places.”
This strategic shift reflects a broader ambition at Paddy Power to engage viewers through cultural moments that exist beyond sport, which has traditionally been the brand’s domain. “First Dates gives us that platform,” Spears says. “It’s culturally relevant, it’s loved by both men and women and it’s entertainment at its core. That’s the sweet spot for us.”
Indeed, part of the appeal lies in broadening the brand’s reach, particularly with women, a demographic Paddy Power Games has seen growing traction with in recent years. “Gaming has become a space where more women are active and First Dates is the kind of environment that allows us to speak to them more directly,” she adds. “That’s not to say it’s just for women; it’s entertainment for everyone.”
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Extending the conversation
The deal isn’t just confined to TV screens. Paddy Power plans to roll out digital and social content in parallel with the First Dates broadcast schedule, tapping into key storylines and moments in real-time. “We work best as a brand when we react,” says Spears. “New episodes give us the opportunity to jump on cultural moments and make them even bigger, whether that’s a jaw-dropping date or a meme-worthy one-liner.”
This reactive model, already a hallmark of Paddy Power’s sports content, is being adapted for the First Dates universe. The team will push bite-sized clips, memes and extended skits across platforms like TikTok, Instagram and YouTube to fuel ongoing engagement.
It’s a model designed less for short-term performance and more for long-term brand love. “This isn’t a commercial play,” Spears points out. “We don’t track these partnerships based on conversions or revenue. It’s purely about association, entertainment value, consideration and trust. Ultimately, we’re building brand warmth.”
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Regulated, but playful
Of course, not everyone is comfortable with gambling brands appearing in mainstream entertainment and Spears acknowledges the scrutiny. “We’re heavily regulated and rightly so. We only partner with brands and programs that align with our values and where we can show up safely. First Dates ticked all of those boxes. It’s responsible, it’s inclusive and it’s about giving people another chance.”
That final phrase, “another chance,” also happens to be the campaign’s title and central theme. It’s a neat alignment between gaming and dating, risk and reward, mishaps and hope. And it’s why the First Dates sponsorship feels like more than just clever placement, more a statement of intent.
Only just under starter’s order
With First Dates running through to June 2026 and plans for new content drops throughout the year, Paddy Power isn’t ruling out future partnerships in the entertainment space. “We’re always looking for unexpected ways to show up,” Spears says. “It doesn’t have to be sponsorship; it just has to be culturally relevant.”
With women set to take center stage in 2025’s sporting calendar – the Women’s Rugby World Cup and the Women’s Uefa Euros are just two of many huge events looming – maybe this is the perfect time to reach out to more women. One thing is clear: Paddy Power is betting big on culture.
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NIL
College Football is ripe for another Michigan/Notre Dame classic
Too much time has passed since the Wolverines and Fighting Irish have butted heads in one of the sport’s most iconic rivalries. The next scheduled meeting is not until 2033 in Ann Arbor and a year later in South Bend. In my opinion these two titans should be playing every year, excluding the college football […]
Too much time has passed since the Wolverines and Fighting Irish have butted heads in one of the sport’s most iconic rivalries. The next scheduled meeting is not until 2033 in Ann Arbor and a year later in South Bend. In my opinion these two titans should be playing every year, excluding the college football playoff.
If and when they matchup it will be the first time that two African American coaches lead the way for both programs. Marcus Freeman and Sherrone Moore are riding high off of last season’s proverbial humps that they both mutually overcame. However in eight years from now one or both might be gone, with how things are humming inside their respective buildings.
2028 is the soonest that both have an opening on their schedules. Credit to Notre Dame which is not shying away from playing teams like Texas, Alabama and Florida during that stretch. So its argument of not wanting to play Michigan in the same time frame is somewhat valid.
If Notre Dame ever decided to join a conference the Big Ten makes more sense than the ACC and are a much better fit then the four Pac-12 members who debuted in 2024. Unfortunately since the Irish stayed independent this long, then they’ll never join a conference, unless the money is too rich to turn down.
A prime-time game between the two would do astronomical numbers wherever they play, like in 2011. The most likely scenario, though, is that they’ll square off in the playoffs before 2033. You would think that with the money alone, both universities would find a way to reach an agreement that satisfies all parties involved.
A Michigan/Notre Dame regular season clash makes college football better. The only thing that would top it would be a national championship encounter.
NIL
How a Certain Longhorns’ Recruiting Strategy Further Proves ‘Texas is Back’
What is the biggest sign that the Texas Longhorns are once again one of the premier programs in college football? Beyond the two season 12+ win seasons, and back-to-back appearances in the College Football Playoff semifinal, it is their approach to handling NIL on the recruiting trail. As recently detailed in a report from OrangeBloods’ […]

What is the biggest sign that the Texas Longhorns are once again one of the premier programs in college football? Beyond the two season 12+ win seasons, and back-to-back appearances in the College Football Playoff semifinal, it is their approach to handling NIL on the recruiting trail.
As recently detailed in a report from OrangeBloods’ Anwar Richardson, the 2026 recruiting cycle has seen head coach Steve Sarkisian and his coaching staff approach recruiting differently.
“Texas wants to have enough money to retain key players after this season, and overspending on unproven high school players is not an option,” Richardson writes, as shared on Twitter.
Even with the recent changes in college athletics, specifically in regards to NIL. Money is still an object in these recruitments, and it will be that way for the foreseeable future. That is, even though the House v. NCAA settlement ushered in a new era of college athletics, with the implementation of revenue sharing.
While the Longhorns do undoubtedly have just as many, if not more, resources than anybody in college football, when it comes to NIL, that doesn’t mean they are willing to shell out money carelessly. “Buying” as many top recruits as they can in the hope it nets a national championship.
Instead, the Longhorns are taking a more measured approach. It is one that the “powerhouse” programs like Alabama, Georgia, and even Ohio State have been doing in the years since NIL has been implemented, and essentially enabled a “pay for play” scheme.
With this strategy, the Longhorns will not shell out millions of dollars for a player unless they truly believe that player meets it in terms of their own valuation. It is the financial responsibility that will potentially allow the Longhorns to keep their national championship window open as long as possible.
Because even without an individual five-star in the classes ahead, they already boast one of the most talented rosters in college football. It is a roster that has seen them come within a few plays of playing for a national title.
And while the importance of strong high school recruiting hasn’t faded. Texas will continue to rely heavily on its ability to sign as talented a high school class as possible; they are more willing to pay for players who are proven products in the college game. Like those already on their roster, or those who are experiencing success elsewhere in college football that may enter the transfer portal.
NIL
Wisconsin basketball knows its first opponent—Here’s who’s up first
The Wisconsin Badgers basketball season is slowly taking shape. The Badgers haven’t shied away from tough competition by adding BYU, Villanova, and a fun invitational that features Providence, TCU, and the national champions, the Florida Gators. Now we finally know who the first game and opponent will be, according to basketball insider Rocco Miller. The […]

The Wisconsin Badgers basketball season is slowly taking shape. The Badgers haven’t shied away from tough competition by adding BYU, Villanova, and a fun invitational that features Providence, TCU, and the national champions, the Florida Gators. Now we finally know who the first game and opponent will be, according to basketball insider Rocco Miller.
The Wisconsin Badgers will square off against the Campbell Fighting Camels on November 3rd at the Kohl Center.
NEWS: Wisconsin and Campbell will meet in the 2025-26 College Basketball season opener on Monday, November 3rd at the Kohl Center, per multiple sources.
This will mark the Fighting Camels’ head coaching debut for John Andrzejek. #B1G #CAAHoops
— Rocco Miller (@RoccoMiller8) July 11, 2025
The Wisconsin Badgers vs. the Campbell Fighting Camels will kick off the 2025-2026 season
It was good for Greg Gard and Chris McIntosh to add in a ton of talented non-conference opponents to help the tournament chances and get the Badgers ready for Big Ten play. However, starting with a winnable game is important for a team that is over half rebuilt and has a 3/5ths of a new starting lineup.
The Badgers and the Fighting Camels have never played a game against each other, and this will mark the very first meeting of the two programs. The Fighting Camels had a very forgettable season last year, going 15-17 and ultimately replacing their head coach. The game against Wisconsin will also be the debut of new head coach John Andrzejek for Campbell.
The Badgers are hosting, providing an excellent chance for fans to see the rebuilt team in action, along with some fan favorites like John Blackwell, Jack Janicki, and Nolan Winter. This next season holds promise as the Badgers found a way into the round of 32 but lost in a disappointing game against BYU. There is renewed hope for next season.
The start of the season will be a good way to secure a win, and yet learn how this team works together and what roles each player will play on the team.
The official announcement hasn’t taken place, and so more details will follow, like game time and ticket information.
NIL
Klassey on KMJ at 10:00 AM : NIL and Stadium Expansion
JoeFan13 said… (original post) Please everyone just stop with the “new stadium” talk, it ain’t gonna happen. VC needs major upgrade, yes, this is feasible and should result in a… show more The reason why a new stadium is being brought up, is that the cost will most likely be about $350 million. But that […]

JoeFan13 said… (original post) Please everyone just stop with the “new stadium” talk, it ain’t gonna happen. VC needs major upgrade, yes, this is feasible and should result in a…
The reason why a new stadium is being brought up, is that the cost will most likely be about $350 million. But that a full renovation alone might cost $200-250 million plus.
A new stadium could be designed to allow better accommodations for outside events like concerts, tractor pulls, etc. Also building spaces and amenities to attract more premium customers, to get more revenue per person in those areas. The new stadium most likely will also include an attached football facility.
A renovation of the stadium will be cheaper, but at what cost. They may not find it feasible to put that much money into a facility that will then only be used 6 times per year. AD Klassy stated shade is a big issue that people have brought up. How can that be addressed at VCS? The overhangs in past renderings and plans, would barely cover a few rows and simply be a waste of money. The tunnels were thought and then eliminated in the “Elevate” plan. So people would still complain about walking up and heading down the stairs.
The thing is, Bulldog Stadium has tradition and memories for most fans of Fresno State, but it still was built in the late 70’s. Not like is was built in the 20-30’s.
Basically need to work on the best ROI, be it a reno or new. Work the numbers and see what looks better, not only a few years down the line, but 30-50 years down the road.
NIL
Five-star TE Kaiden Prothro commits to Georgia over Florida, Texas
Eli LedermanJul 12, 2025, 04:59 PM ET Close Eli Lederman covers college football and recruiting for ESPN.com. He joined ESPN in 2024 after covering the University of Oklahoma for Sellout Crowd and the Tulsa World. Georgia beat Florida and Texas to its second five-star pledge in the 2026 class on Saturday with a commitment from […]

Georgia beat Florida and Texas to its second five-star pledge in the 2026 class on Saturday with a commitment from tight end Kaiden Prothro, the No. 19 overall prospect in the 2026 ESPN 300.
Prothro, a 6-foot-7, 210-pound recruit from Bowdon, Georgia, is ESPN’s No. 2 overall tight end and viewed as one of the top pass catchers at any position in the current class. A priority in-state target for coach Kirby Smart, Prothro took official visits to Auburn, Alabama, Georgia, Florida and Texas before narrowing his recruitment to the Bulldogs, Gators and Longhorns last month.
He announced his commitment to Georgia in a ceremony at Bowdon High School, where Prothro has hauled in 89 passes for 2,034 yards and 35 touchdowns over the past two seasons.
Prothro arrives as the Bulldogs’ 17th ESPN 300 pledge in an incoming recruiting class that sits at No. 2 in ESPN’s latest class rankings for the cycle, joining quarterback Jared Curtis (No. 6 overall) as the program’s second five-star commit in 2026. He now stands as the top-ranked member of a growing Georgia pass-catcher class that also includes four-star wide receivers Brady Marchese (No. 62) and Ryan Mosley (No. 120) and three-star Craig Dandridge.
The Bulldogs, who produced six NFL draft picks at tight ends from 2019-24, have forged a reputation for developing top tight end talent under Smart and assistant coach Todd Hartley. Georgia signed ESPN’s top two tight end prospects — Elyiss Williams and Ethan Barbour — in the 2025 class, and Prothro now follows four-stars Brayden Fogle (No. 142 overall) and Lincoln Keyes (No. 238) as the program’s third tight end pledge in 2026.
Those arrivals, along with eligibility beyond 2025 for current Georgia tight ends Lawson Luckie and Jaden Reddell, could make for a crowded tight end room when Prothro steps on campus next year.
However, Prothro is expected to distinguish himself at the college level as a versatile downfield option capable of creating mismatches with a unique blend of size, speed and physicality in the mold of former two-time All-America Georgia tight end Brock Bowers. His father Clarence told ESPN that Georgia intends to utilize Prothro across roles, including flex tight end and jumbo receiver, and said scheme fit was a key driving factor in his son’s decision.
A three-time state football champion, Prothro caught 33 passes for 831 yards and 13 touchdowns as a sophomore in 2023. He eclipsed 1,200-yards in his junior campaign last fall, closing 2024 with 56 receptions (21.4 yards per catch) and 22 receiving touchdowns en route to a 13-2 finish and a third consecutive state championship. Prothro is also an All-Region baseball player and was credited with 20.7 points and 16.5 rebounds per game in his junior basketball season.
NIL
Sonny Vaccaro Recalls Lying During LeBron James Negotiations With Adidas, Forcing Him To Quit
The business of basketball is just as vast and cutthroat as the competition on the court. No one knows that better than legendary executive Sonny Vaccaro. The Godfather of Sneaker deals made his bones at Nike and later went on to work for Adidas. But he had an ugly exit from the latter, and it […]

The business of basketball is just as vast and cutthroat as the competition on the court. No one knows that better than legendary executive Sonny Vaccaro. The Godfather of Sneaker deals made his bones at Nike and later went on to work for Adidas. But he had an ugly exit from the latter, and it has to do with LeBron James.
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Vaccaro was famous for being the man who signed Michael Jordan to Nike in the 1980s. He didn’t just sign him. He bet Nike’s entire basketball budget on him, and it paid off in more ways than could ever be explained. MJ became a phenomenon and helped launch Nike to the No. 1 sports apparel brand, with an estimated worth of $107 billion.
However, Vaccaro’s path took a wild turn when he left Nike for Adidas in an attempt to compete against them. He was about to sign LeBron James to one of the most lucrative shoe deals in history. But that didn’t happen. He recalled why during a recent interview with GrowthX.
“I was forced not to tell the truth when Adidas screwed up on LeBron. They lied to me, and I quit. The best thing you can do, is tell the truth to the client, to the player. Do what you think,” he stated.
How did Adidas lie? Vaccaro’s pitch was to offer to LBJ $100 million, which Adidas agreed to. However, Adidas went back on their word and changed the numbers of their offer, adding in provisions for incentives, but at a much lower price. It swayed LeBron away, and Vaccaro quit after because they made him lie to not only James, but his mother, too.
“The other thing, even in the LeBron thing, if they would not have lied to me. But never in any negotiation did I say to anybody, ‘This is my maximum. I’m gonna give you $100 million,’” he later said in the GrowthX interview. He explained that doing that already puts the company into a corner that they cannot battle their way out of.
“You can’t put yourself in a corner. That’s what Converse did and Adidas did with Michael. ‘Well why not? We got Magic Johnson. We got this.’ They put themselves in that corner by saying we’re not going above them,” he added.
Adidas’s lack of awareness left billions of dollars out of their pocket. A move that Vaccaro himself would call “the dumbest single mistake anybody has ever made in the history of negotiating.” Looking at the numbers, he wasn’t wrong.
“Adidas lied to him. I couldn’t work for people that lied to somebody who I gave my word to,” stated Vaccaro in a separate interview with Scoop B. For a guy who hustled his way through with the gift of the gab, it’s kind of honorable to see him walk on a corporation whose dishonesty matched only their cheapness.
As for LeBron? He famously signed a $90 million deal with Nike before his NBA debut in 2003, turning down bigger offers because Nike helped him move his mom out of the hood. In 2015, he became the first athlete to land a lifetime deal with the brand, which is reportedly worth over $1 billion.
His signature line has dropped 22 shoes so far, earning him an estimated $30–44 million annually. More than a sneaker deal, it’s a long-term partnership that solidified LeBron as a global icon alongside Jordan.
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